Inspira- Journal of Modern Management & Entrepreneurship 73

ISSN : 2231–167X, Volume 01, No. 02, October, 2011, pp.73-76

Role of Branding in Marketing Products

Dr. Mohan Lal Agdayemawer

There are longer - term advantages to building a distance brand

personality. If advertising is not simply to be a short term expense but a
longer -term investment, a brands advertising should not merely lead to
immediate sales but should also lead to long term enhancement of the brands
"equity" or goodwill. The companies that create advertising that enhance such
brand equity treat the value of a brand as an asset, much like a bank deposit.
A brands asset value can command such high prices because of what it gives
the company that ones it, access to distribution network, with shelf facings in
the stores; high consumer awareness and loyalty, leading to a stream of
repurchase in the years to come; and economics in terms of marketing
expenses, especially in costs of launching new brands.
A brand can have high equity or value as traceable asset, for many
reasons. According to David Aaker, brands have equity because they have
high awareness; many loyal consumers; a high reputation for perceived
quality; proprietary brand assets such as access to scarce distribution channels
or patents or the kind of brand associations. Consumers prefer they find it
easier to interpret what benefits the brand offers feel more confident of it, and
get more satisfaction from using it because of such consumer preference, the
brand can change a higher price, command more loyalty and run more
efficient marketing programmers. The brand can therefore command a higher
asset value.
The American Marketing Association defines brand as a "name, term,
sign, symbol combination of there intended to identify the goods services of
one seller or group of sellers and to differentiate from those of competitors."
Branding helps build credibility and value of the product with the customer.
Each brand conveys a unique message-pride, utility, exclusivity, etc. Once a
brand is able to make in road with its consumers, latter starts associating
themselves with the brand and became a part of it.
In India most of the durable goods and expensive goods such as
jewellery and garments are purchased from the well-known retail outlets, as
there are very limited number of brands in these products categories.


Assistant Professor, Deptt. of Business Administration, University of Rajasthan, Jaipur
74 Inspira- Journal of Modern Management & Entrepreneurship : October, 2011

Therefore, people are well assured on account of performance of the product

they are buying from a particular retailer. Even the durable products, people
in small towns give importance to the say of the retailers as they buy most of
their durables from one shop. Things are now changing in metros, where
people who migrated from other towns have to depend on friends, mass
media, etc. to ward off the associated risk with prospective purchase.
Consumers Impact on Marketing Strategy:-
The basic marketing concept starts that firms exist to satisfy needs.
Marketers can only satisfy these needs to the extent that they under stand the
people or organisation who will use the product and services they are bying
to sell.
Consumer response is the ultimate test of whether a marketing
strategy will succeed. Thus, a marketer should incorporate knowledge about
consumers into every facet of a successful marketing plan Data about
consumers help organisation to define the market and identify threats to and
opportunities for a brand, and in the wild and wacky word of marketing,
nothing in forever. This knowledge also helps to ensure that the product
continues to appeal to its core market.
We generally think of consumer as a person who identifies a need or
desire, makes a purchase and the disposes of the product during the three
stages in the consumption process. In many cases, however, different people
are involved in this sequence of events. The purchases and user of the product
might not be the same persons as when a parent picks out cloths for a
teenager. In other cases an other person may act an influences, providing
recommendation for a or against certain products without actually buying or
using them.
Amul, India's best-known dairy co-operative is now making
international fast food majors like Dominos and Pizza Hut Jittery. If the
response they have generated in Ahmadabad and now New Delhi is any
indication then Amuls pizzas are set to take Indian cities by storm.
Brand Equity
Perceived Quality
Name Awareness Brand Equity Brand Association
Brand Loyalty Name Symbol Other Proprietary
Brand Assets

Provide Value to Consumer Provide Value to firm by

by Enhancing Customers:- Enhancing
* Interpretation / Processing of * Efficiency and Effectiveness of
Information. Marketing Programme
* Confidence in the Purchase * Brand Loyalty
Role of Branding in Marketing Products 75

decision * Prices Margins

* Use Satisfaction * Brand Extensions
* Trade Leverage
* Competitive Advantage
From: David A. Aakar; Managing Brand Equity (New York: Free Press 1991)

Brand personalities matter because consumers are attracted to brands

that process personalities with which they themselves identify or seek.
Consumers often use their choice of brands to tell themselves, and other
people care about, what kind of individual they really are (or want to be seen
as.). To the companies that market these brands efforts (Such as launching
brand extensions such more economically than would otherwise be the case)
and also represents and goodwill that has intrinsic financial value.
Zubair Ahmed's True Test as the India MD of GSK consumer health
care come four years ago. Ahmed prevailed on its UK parent Glaxo Smith
Kline to think out of the box, some times none of his predecessor's dared to
even try for decades. Making a conservative. British health food major allow
its Indian subsidiary to get radical on a sacrosanct brand assets. Horlicks was
unthinkable. Ahmed pulled it off. Once the concept of the transitioning
Horlicks into a mega brand due to its high equity become clear, there was
tremendous support for this idea, say's Ahmed. GSK's adventure and great
expectations are not limited to a hollowed brand like Horlicks. Other power
brands in his portfolio - Eno, Crocin and Iodex - are in for similar experiments
in India.
The Internet also helps people to get brands that may no longer be-
made in their country, but which exist in other markets. Vim cleaning
powder, for example, one of the earliest Lever brands, but sold off to
European countries and imported from there to sell to the UK customers.
Opie feels that the current poor economic climate in Europe will increase
demand for such older products.
The brands should start looking at not just the quantity of the walk-ins
but also the quality of the customers. Price as a valuable enough factor to built
loyalty can be a big hurdle owing to its ephemeral nature which most often
encourages the customer to pit across and look for the cheapest deal in the
market or the mall. Is it time to start focusing on other loyalty building factors
like customer service, speedy turn around time or creating and staging
memorable experience.
Building brand equity has become increasingly important to
companies. Brand equity is derived from many things, including a reputation
for quality and high brand awareness, but a key element is the association that
76 Inspira- Journal of Modern Management & Entrepreneurship : October, 2011

are evoked in the consumer by the brand name, symbol and packaging. These
associations can be "hard" or functional, as well as "soft" or symbolic.
Together, these give the brand a "personality."
A very useful exceptional element is the use of an idiosyncratic brand
symbol, such as MC Donald's golden arches. The best symbols have very
appropriate associations, such as the trustworthiness and reliability imagery
of TATA'S TRUCKS. If your brand doesn't have such a symbol, consider
creading to give it identity and personality

References
1. Advertising Management: Rajeev Batra, John, G. Myers, David A. Aaker; Dorling
Kindersley (India) pvt. Ltd. Delhi-2008.
2. Retail Management: Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava: Oxford University
Press, New Delhi -2006.
3. The Financial Express: Sukalp Sharma, Sept. 10, 2010, New Delhi.
4 The Economic Times: Bhanu Pandey & Ratna Bhushan, Feb. 3, 2011, New Delhi.
5. The Chartered Accountant: Vol. 58, No. 10. May, 2010.